This is my favorite type of DTNS video: when the answer isn’t completely clear-cut. (Maybe that’s why I sing in this one!)
Does This Name Suck: LOVESAC
Initially, I was convinced that this furniture brand’s name sucked. Since then, I’ve learned more about the brand’s heritage that makes the analysis a bit more complex. Check out this tellthetruths video and then weigh in with your own take.
This video originally appeared in Linkedin.
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Name Your Brand With Room To Grow
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and we’re going to do another, “Does This Name Suck?” Today we’re talking about a brand called, “Lovesac.” That’s right “Lovesac, baby Lovesac…” That is the only time in my life I’ve ever sung on camera and I don’t think it’ll happen again. Anyway, so Lovesac, does the name suck? I kind of thought so at first. Having looked into it a little more, it’s less clear-cut. Let me catch you guys up. It started out as a brand of beanbag chairs, hence the Lovesac. I know it as a brand of just sofas, like, sectionals and stuff. So I thought, “Ugh, why is it called Lovesac?” And I found it pretty distasteful. But the fact that that’s their heritage, it helps a little. Not much. I like a naughty name, but I think this one’s just kind of icky.
So, if we apply our framework to it, is it a Transparent communication? Well, when their business was selling beanbag chairs, the name Lovesac was transparent. Their business has grown beyond, and I don’t think it… no longer is. I don’t think it is anymore. Especially if you see an ad for a sofa, which is how, for example, I was exposed to the brand. I have other videos where I talk about brands outgrowing their name and I think this is a great example of that. So anyway, no on T. R, Really Reals. There’s authenticity because that’s the brand’s roots, so I’ll give them a yes… a yes? Is it Unique? Definitely unique! Unique is good when it’s not distasteful, though, and I’m still not crazy about Lovesac. And finally, is it Engaging? Not to me. Maybe they get that sort of half-heartedly because it IS more memorable than a lot of names. I’m not convinced. It doesn’t suck, but it’s not great. That’s where I end up. What do you think? Let me know. Bye!
